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As a product discovered more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an obvious target for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an promotional upheaval, where major corporations are allocating substantial funds to content creators and putting fewer resources into promoting products in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Currently, a wave of amateur-created clips have recorded its extensive utilization in “life hacks”.

It has been touted as a solution for polishing footwear or making fragrance last longer, as well as a fix for squeaky doors. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational amplified the hacks by having their research teams evaluate the claims and letting the content creators in on the results.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could prolong perfume and restore leather handbags. Claims that it would whiten teeth or extend lashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to shape commercial tactics has been dubbed “social listening”. The company's chief executive, newly named, has stated the intention is to spend half of its colossal advertising budget on digital creator content.

Adapting to New Consumer Habits

The company's social media lead, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Having your brand advocated by other people, recommended by peers, this builds credibility and connection. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

The approach indicates dramatic transformations occurring in how media is consumed, with the youth demographic spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

This change is evidenced by falling revenues for traditional media advertising. Within the United Kingdom, advertising income for major broadcasters have fallen by more than £600m in real terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as corporations essentially turn into content studios, partnering with a multitude of digital creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the individuals they follow compared to commercial messages. It's an ongoing shift.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also enables easier content adjustment to test effectiveness.

Such methods are increasing. Marketing investment on the creator economy is rising at quadruple the rate than the broader media sector. Across the United States, it has over doubled since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Despite the huge changes, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to drive countrywide discourse.

She added: “One of the highest return-on-investment media opportunities is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”